Sports Direct has announced the discontinuation of its loyalty scheme by the end of this month. The sports retailer, with a membership base of seven million members, introduced the scheme last year, offering monthly prize draws, exclusive offers, and partner benefits.
The loyalty scheme will be integrated into Frasers Plus, a credit product allowing interest-free installment payments, starting January 31, 2026. Frasers Group, the parent company of Sports Direct, also owns brands like House of Fraser, GAME, Evans Cycles, and Jack Wills.
According to a notice on the Sports Direct website, the company stated that the integration into Frasers Plus aims to simplify the shopping experience by providing a unified rewards platform for customers across the Frasers Group portfolio and select partner retailers.
Frasers Group reported a 5% increase in revenues, reaching £2.6 billion for the six months up to October 26, driven by strong sales from Sports Direct and luxury brand Flannels. International sales surged by nearly 43% year-on-year, following the acquisition of Holdsport in South Africa and XXL in the Nordics.
Michael Murray, the chief executive of Frasers Group, acknowledged the challenging market conditions but expressed confidence in the company’s ability to navigate through them. Despite increased promotional activities and subdued consumer confidence, Frasers Group remains focused on addressing industry challenges.
Cost-saving efforts led to approximately £10 million in savings over the recent period, offsetting increased expenses for taxes and staff wages. The company aims to achieve an adjusted pre-tax profit between £550 million and £600 million for the full year.